Our agency was tasked with creating a complete brand identity for Xpresso, a new coffee startup with a strong emphasis on fast service, high-quality coffee, and an inviting atmosphere. From the signage to the barista uniforms, from the menu design to the store concept, our team meticulously crafted every brand element to ensure a cohesive and energetic identity.

Before developing the visual identity, we conducted an in-depth research phase, collaborating closely with Xpresso’s founders to understand their vision, competitive landscape, and customer expectations. Key insights included:

• Format: A to-go coffee shop offering fast service, delicious meals, and affordable prices.
• Mission: Helping everyone connected to the brand—customers, employees, and partners—achieve success.
• Product Evidence: Studies show that coffee enhances focus, mental clarity, and decision-making. Xpresso wanted to embody this idea in its branding.

The logo is the cornerstone of the brand identity. It features a bold and dynamic "X" symbol that conveys movement and speed — essential attributes for a fast-service coffee brand. The typography balances readability with a modern, energetic feel, reinforcing the brand’s forward-thinking nature.

Color Palette We chose colors that reflect Xpresso’s energetic and uplifting personality:

• Primary colors: Deep purple, cyan, and white — creating a contrast between sophistication and freshness.
• Accent colors: Ruby red and cyan yellow, used in patterns and brand illustrations to enhance brand recall.

Branded patterns play a key role in the visual system, reflecting the movement and energy present in the logo’s design. These patterns are applied across packaging, digital assets, and store interiors, creating a dynamic brand presence.

A strong brand identity extends beyond the logo. We designed essential brand materials, including aprons, staff badges, and branded caps, ensuring that the brand’s energy and professionalism translate into every customer interaction.

By creating a comprehensive brand book, we provided Xpresso with clear guidelines on logo usage, color application, uniform branding, and promotional materials. The result is a visually compelling, strategically aligned, and high-energy coffee brand that stands out in the competitive landscape.